THE ANALYSIS OF MARKETING STRATEGY OF COMPANY GORENJE D.D. ON THE MARKET OF NORTH AMERICA

Podjetje Gorenje ima več kot pol stoletno tradicijo na področju proizvodnje gospodinjskih aparatov in je danes uspešna mednarodna korporacija z razvejano mrežo podjetij. Gorenje je eden izmed največjih slovenskih neto izvoznikov, saj znaša vrednost prodaje na tujih trgih skoraj 90 %. V diplomskem delu smo raziskali, kako deluje podjetje Gorenje na regionalnem trgu Severne Amerike. Jedro raziskave so predstavljali analiza dimenzije okolja, organiziranost Gorenja na tem trgu, strategija trženjskega spleta ter ne nazadnje smernice in predlogi za delovanje Gorenja v prihodnosti.The company Gorenje has more than a half of century tradition in the field of production of household appliances and it is a successful international corporation today. Gorenje is one of the largest Slovene net exporters, because the value of sales on the foreign markets is almost 90 %. In these diploma paper we investigated how a company Gorenje does business on regional market of North America. The core of the research represented analysis of dimension of environment, organization of Gorenje on this market and guideline and proposals for activity of Gorenje in the future